Reference no: EM133478784

Homework: Brand Strategy Analysis Scrubbing Bubbles vs Clorox Essay

Brand Profile Strategy Analysis

The ability to leverage brand assets as platforms for brand and business growth and to build optimal brand portfolios are key skills of brand management.

Task:

In this homework you are being asked to demonstrate your knowledge of Brand Portfolio Strategy (Types of brands and brand structures, visual identity and distinctive brand assets, and brand extension theory and practice) gained from course lectures and materials in analyzing the Brand Portfolio Strategy (consumer products only) in the Canadian market.

You must do the following:

I. Compare and contrast the brand portfolio strategies for these two competitors in Canada highlighting the product-markets each Masterbrand competes in, identifying ALL brands and brand structures used within the brand portfolio and demonstrate your knowledge by describing some examples.

II. Compare and contrast the visual identity and distinctive brand assets for each brand portfolio. How would you strengthen the distinctive brand assets for both brands so they play a stronger role in building mental and physical availability?

III. Recommend a brand extension into a new category. You must explain this concept and demonstrate an understanding of the theory and empirical evidence supporting brand extensions and best practice in choosing and leveraging distinctive brand assets. Determine two possible extension opportunities and make your reasoning for "the best candidate" explicit. The discuss the use of brands, brand structures, key visual identity elements and distinctive brand assets you will use to brand this new product.